Factors Influencing Users’ Trust of Social Network Sites

This section explores influencing users' trust from antecedents of trust and the definition of trust. It includes trust and privacy relationship between users' trust on social networking sites.

2.3.1 Trust

Trust is defined as “the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor, irrespective of the ability to monitor or control that other party”(Holahan et al., 2014). For in person, trust is a critical determinant of sharing information and developing new relationships (Van Lange, 2015). Trust is also important for successful online interactions (Sherchan et al., 2013).

2.3.2 Antecedents of Trust

The antecedents of trust refer to trust or foundation trust has led the process of trust antecedent‟s influence whether individuals trust each other's inner feelings. Here, trust can also be seen as the antecedent of trust external variables.

Antecedents of trust over the past have been defined by many scholars. In this study only explored Gefen (2015) that he brings the Institute's confidence in the antecedent together, described as follows:

1. Personality-Based trust or propensity to trust refers to the others believe or not believe and trust in other people's tendencies. If the introductory stage of the consumer, not to go through the experience and business knowledge, familiarity, or assess the business, the antecedent is particularly important at this stage, is the first phase of the trust. However, when consumers and businesses began to have real interaction in the process, they will be influenced by the tendency of the trust will begin to become smaller (Gefen, 2015).

2. Cognition based trust test viewed by the first impression of the trust, rather than through personal experience as the interaction. The first impression is through categorization and illusions of control are formed. Type of process is a fresh man on the face of things; it will taste Wei's grouping, according to modern things about the past or the reputation of their own stereotypes for new things to build trust in faith. The illusion of control refers to the uncertain environment; it will confirm whether, Wei was under control, and through this process to determine whether to trust each other. However, due to perceived control obtained during the course may not be practical, this process will also affect the formation of trust (Gefen, 2015).

The cognitive basis of trust and character-based trust is the trust and the initial formation of the more relevant. As the object of study is the desire of those who have used Facebook users, Facebook has started with the user interaction; the two antecedents of trust beliefs about the impact of the trust will gradually diminish (Gefen, 2015).

3. Knowledge-based trust in this case familiarity, is for something, when and where, and how will the experience of place. In e-commerce environment, consumers are familiar to the business, and trading is due to the experience of the past accumulation. Familiarity for trusted web sites, can effectively increase consumer confidence, as consumers can successfully interact at the site prior to experience, accumulated more knowledge to increase their familiarity with the site, when the cumulative more successful trading experience, users will experience because I believe these websites (Gefen, 2015).

4. Calculative-based trust by the formation of a rational assessment of costs and benefits, the resulting co-operative relationship, or to deceive the other party. In this view, under the assumption that although other people may not necessarily is good, but they are rational, and will calculate the way in line with their interests, so

they do not hurt themselves. It can also be calculated upon the basis of trust, which has been generated by the economic analysis of the relationship that consumers believe that their businesses to take behavior if it is not worth it, engaged in speculation under the cost will be greater than interest, and therefore, choose to believe them. E-commerce environment, consumers believe that online businesses such as, they had to deceive, contrary to promise the price will be bigger than the punishment they received a profit, so the assessment will be selected through trusted network businesses will keep their promises (Gefen, 2015).

5. System-based trust (institutional-based trust): a symbol of trust in e-commerce as the aforementioned study (Mcknight, Carter, Thatcher, & Clay, 2011), this is a personal trust in the antecedent or through third-party organizations to ensure the security felt by the formation. Gefen et al. (2015) study, this construct and then dismantle, namely, the normal situation (situational normality) and structural assurance (structural assurances), are described as follows:

(1) "Situational normality" refers to consumer assessment of the success of the transaction. The transaction will be successful is based upon the situation is normal or line used. In e-commerce environment, because unlike traditional Internet business as a business entity, can give consumers the feeling of peace of mind, so they must be through a common interface design, and have a fixed process, so that consumers feel that all settings and processes are then (Gefen, 2015).

(2) "Structural assurances" refer to consumers believe that the success of the transaction is created by security measures, such as law, business assurance, and special environment specification and so on. If the site has a certification mark, such as toll free, legal norms, or a detailed description of the privacy policy, etc., all help to strengthen customer trust (Gefen, Gefen, & Carmel, 2015).

2.3.3 Trust and Privacy Relationship between Users’ Trust on Social

Networking Sites

Electronic-commerce research has found trust to be strongly related to information disclosure (Taddei et al., 2013). Trust is also a central component of social exchange theory (Nunkoo et al., 2012). Social exchange theory presents a cost-benefit analysis with respect to social interaction. If the exchange is perceived to be beneficial, then the individual is likely to enter an exchange relationship. Trust be used in the calculation of perceived cost. High trust would lead to a perception of low cost, and vice versa.

Studies of interpersonal exchange situations confirm that trust is a precondition for self-disclosure, because it reduces perceived risks involved in revealing private information (Taddei et al., 2013).

Social networking sites record all interactions, and retain them for potential use in social data mining. Offline, most social transactions leave behind no trace. Therefore, these sites need explicit policies and data protection mechanisms in order to deliver the same level of social privacy. Since online social privacy is harder to guarantee, does a higher level of concern for Internet privacy affect the use of collective networking sites?